WEB WEDNESDAY<br />Google AdWords Campaign Analysis of Head Start Property Finance<br />
PPC v’s Organic<br />
Login Page – www.adwords.google.com.au/<br />
Account Snapshot<br />
Date Range <br />Name & Number of Campaigns<br />Total Spend<br />Check Campaign Settings<br />
Campaign Screen<br />
Networks, Devices & Extensions<br />
Bidding & Budget <br />
Advanced Settings<br />
Ad Groups<br />
Ad Text<br />Sunshine Coast Broker<br />Offering mortgage broking services<br />for all your home loan needs.<br />www.hea...
Dynamic Keyword Insert<br />{Keyword:Sunshine Coast Broker}<br />Offering mortgage broking services<br />for all your home...
Deleted Ads<br />
Keywords<br />
Quality Score<br />
Deleted Keywords<br />
Keyword Matching<br />Broad Match – (Default option)<br />Example: Tennis Shoes <br />search query contained tennis and sh...
Google Suggests Keywords<br />
Keyword Tools<br />Word Tracker<br />Adwords Accelerator<br />Market Samuari<br />Google Keyword Tool<br />Good Keywords<b...
Google Keyword Tool https://adwords.google.com.au/select/KeywordToolExternal<br />
Keyword Results<br />
Negative Keywords<br />
Check On The Competition <br />
Google Anlaytics<br />Conversions<br />Bounce rates<br />Avg time on site<br />Page/visits<br />
What is Google Analytics?<br />Google Analytics generates detailed statistics about the visitors to a website. Google Anal...
Google Analyticshttp://www.google.com/analytics/<br />
How valuable is Analytics?<br />
Landing Page Optimisation<br />
Landing Page<br />Call to action<br />Landing Page to match ad text<br />Sense of Urgency<br />Validation & Credibility<br...
The Leaking Bucket<br />
LPO Do’s<br />Make sure the context of landing page matches the ad that brought them there, don’t surprise them!<br />Elim...
LPO Don&apos;ts<br />Intro pop ups they equal death!<br />Making unrelated offers.<br />Asking for too much information.<b...
The Bottom Line<br />
Check On The Competition <br />
Summary<br />Keyword Selection<br />Keyword Match Types (inc. Negatives)<br />Split Search Network & Content Network<br />...
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Put Your Money Where Your Mouth Is - Pay Per Click Advertising - A Case Study of www.headstartpropertyfinance.com.au

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What would you say if we were to tell you that rather than throwing valuable marketing and advertising dollars out there month after month in the hope that the right people will see your advertisement or marketing and take some action, that THERE IS A WAY TO KNOW the right people will see your advertisement for sure, and that you won't pay a dime unless they actually notice and click on your ad? Sound good? Welcome to the world of pay per click advertising!

At our Web Wednesday event, an exciting line up of knowledgeable panellists took attendees through the ins and outs of pay per click advertising as it applies to Google Adwords and Facebook.

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Put Your Money Where Your Mouth Is - Pay Per Click Advertising - A Case Study of www.headstartpropertyfinance.com.au

  1. 1. WEB WEDNESDAY<br />Google AdWords Campaign Analysis of Head Start Property Finance<br />
  2. 2. PPC v’s Organic<br />
  3. 3. Login Page – www.adwords.google.com.au/<br />
  4. 4. Account Snapshot<br />
  5. 5. Date Range <br />Name & Number of Campaigns<br />Total Spend<br />Check Campaign Settings<br />
  6. 6. Campaign Screen<br />
  7. 7.
  8. 8. Networks, Devices & Extensions<br />
  9. 9. Bidding & Budget <br />
  10. 10. Advanced Settings<br />
  11. 11. Ad Groups<br />
  12. 12. Ad Text<br />Sunshine Coast Broker<br />Offering mortgage broking services<br />for all your home loan needs.<br />www.headstartpropertyfinance.com.au<br />
  13. 13. Dynamic Keyword Insert<br />{Keyword:Sunshine Coast Broker}<br />Offering mortgage broking services<br />for all your home loan needs.<br />www.headstartpropertyfinance.com.au<br />Beware!!!!<br />
  14. 14. Deleted Ads<br />
  15. 15. Keywords<br />
  16. 16. Quality Score<br />
  17. 17. Deleted Keywords<br />
  18. 18. Keyword Matching<br />Broad Match – (Default option)<br />Example: Tennis Shoes <br />search query contained tennis and shoes, in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations. For example, you ad might show on tennis shoe or tennis sneakers. <br />Phrase Match – I<br />Example: “tennis shoes” <br />In this order, and possibly with other terms before or after the phrase. <br />Phrase match is more targeted than broad match, but more flexible than exact match. <br />Exact Match<br />Example: [tennis shoes]<br />You likely won&apos;t receive as many impressions, clicks, or conversions with exact match as you would with broad match. However, if you&apos;ve carefully constructed a comprehensive keyword list, the traffic you do receive may be more targeted to your product or service. <br />Negative Keywords<br />
  19. 19. Google Suggests Keywords<br />
  20. 20. Keyword Tools<br />Word Tracker<br />Adwords Accelerator<br />Market Samuari<br />Google Keyword Tool<br />Good Keywords<br />Keyword Spy<br />
  21. 21. Google Keyword Tool https://adwords.google.com.au/select/KeywordToolExternal<br />
  22. 22. Keyword Results<br />
  23. 23. Negative Keywords<br />
  24. 24. Check On The Competition <br />
  25. 25. Google Anlaytics<br />Conversions<br />Bounce rates<br />Avg time on site<br />Page/visits<br />
  26. 26. What is Google Analytics?<br />Google Analytics generates detailed statistics about the visitors to a website. Google Analytics shows you how people found your site, how they explored it, and how you can enhance their visitor experience. With this information, you can improve your website return on investment & increase conversions.<br />It is free!<br />
  27. 27. Google Analyticshttp://www.google.com/analytics/<br />
  28. 28. How valuable is Analytics?<br />
  29. 29. Landing Page Optimisation<br />
  30. 30. Landing Page<br />Call to action<br />Landing Page to match ad text<br />Sense of Urgency<br />Validation & Credibility<br />Contact Form <br />
  31. 31. The Leaking Bucket<br />
  32. 32. LPO Do’s<br />Make sure the context of landing page matches the ad that brought them there, don’t surprise them!<br />Eliminate unnecessary choices, if you emphasize too many items all of them lose importance.<br />Reduce noise (useless information) less is more! People scan web pages they don’t read them.<br />Create a sense of urgency.<br />Use risk reducers – guarantees, alternative transaction methods, trials and intro offers, safe shopping symbols, privacy symbols.<br />Validation & Credibility – Industry or media awards, media coverage, testimonials, client lists & logo’s and case studies.<br />
  33. 33. LPO Don&apos;ts<br />Intro pop ups they equal death!<br />Making unrelated offers.<br />Asking for too much information.<br />Asking for information in non-standard order.<br />Reconfiguring forms.<br />
  34. 34. The Bottom Line<br />
  35. 35. Check On The Competition <br />
  36. 36. Summary<br />Keyword Selection<br />Keyword Match Types (inc. Negatives)<br />Split Search Network & Content Network<br />Geo-Targeting<br />Manual Keyword Bids <br />Lift average ad position<br />Split test ads<br />Link Adwords & Analytics correctly<br />Conversion Tracking<br />

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